The nights are drawing in, the weather has taken a turn for the worse (well, for most of the UK anyway) and suddenly autumn is upon us… And, just in time to restock your wardrobes, here comes a new M&S Autumn 2024 collection.
Now before you blokes get all excited, you wil have to wait. Apparently men never shop for autumn clothes until the weather has taken a serious change for the worse, so you will have to wait until October.
In the meantime, here comes the new womenswear campaign, “Big Autumn Energy”, which has been developed for the retailer by Mother Design and Mother and continues is M&S’ quest to reshape for growth by broadening its appeal and elevating style perceptions.
However, instead of hunkering down for autumn, the campaign seeks to show how the new season can be full of optimism, with a newly refreshed wardrobe.
But don’t just take our word for it, here’s the official line: “With an idea that drives fashion fame through a powerfully positive point of view on autumn life and style, the new campaign aims to continue to increase consideration amongst a broader, younger and more fashion-led consumer whilst continuing to appeal to its heartland.” So there.
Wait a minute, there’s more: “Fronted by a 30-second film, directed by Lope Serrano, AKA Canada, the activity showcases a high fashion aesthetic, punctuated by ordinary, everyday scenarios, from walking the dog to raking autumn leaves. Stylised and refined art direction is juxtaposed by the bold choice of music, the electronic dance track, Turn Down for What – by DJ Snake & Lil Jon.”
In a nutshell, the TV ad and wider marketing campaign is a celebration of autumn, encouraging customers to step into the season with style and confidence.
It features model Lineisy Montero, as the star of her own personal catwalk, “commanding attention and turning heads” and she struts through everyday tasks in everyday life.
The campaign showcases a variety of outfits, from the vivid blue velvet suit to the top-to-toe ivory look, M&S insists it wants autumn to be “full of life, vibrant and exciting”.
M&S marketing director for clothing and home Anna Braithwaite said: “As we continue to drive style perceptions, we’re kicking off the season with some Big Autumn Energy. The collection and campaign are here to re-energise people and give them the encouragement and confidence to get out there – using their style to embrace the true energy of autumn.”
Mother Design partner and executive creative director Kirsty Minns added: “We’re continuing a great transformative journey towards creating positive fashion fame for M&S, with the launch of our latest campaign.
“The role of brand, design and art direction in influencing fashion and style perceptions cannot be underestimated. Working with M&S, we have continued to move the dial in terms of consumer perceptions, an approach which is starting to pay dividends.
“For autumn, we’ve drawn inspiration from the cinematic world of high fashion, incorporating the essence of the season and everyday moments to create a campaign that feels both elevated and relatable. This approach allows us to maintain accessibility for our audience while providing different hooks.”
So, what is the consensus around the Decision Marketing office?
Well, no-one doubts M&S’ commitment to haul itself into the 21st century; let’s face it, it has little choice. And, while this year’s summer campaign felt a far too Love Island, this activity appears to strike a better balance between appealing to its traditional customer base and bringing in new shoppers.
Naturally, womenswear is a big deal for M&S so it is crucial that it does get it right. Obviously, the stakes are much lower for the menswear activity, but then again, most blokes’ idea of an autumn wardrobe is putting a fleece on…
Decision Marketing Adometer: A ‘there is life after Love Island, after all’ 8 out of 10
